David and Josh discuss the impact of updating your information on Wikipedia/Wikidata. Talking points include: What is Wikidata for the uninitiated? How does Wikipedia and Wikidata impact search results? How does the new AI world use Wikipedia and Wikidata? What information do you need to update to take advantage of this? Should you update your Wikipedia listing by yourself? How often should you update or refresh your listings? How do you think AI will continue to evolve to make use of...

David and Sarah discuss how change and challenges are inevitable in SEO, and what to do about this. Talking points include: How often is it changing? How often do rankings change? What trends do we need to look for? Should we bother with chasing algorithms? What is Google changing about the SERP? What do we do when Google takes something away? AI – challenge, people worried about taking jobs - what are the solutions? What do SEOs need to get familiar with when it comes to AI?

David and Adriana discuss how 2024 will be the marketing era of “do more with less” and the way to do that with SEO is have air tight people operations. Talking points include: Why “do more with less”? Is this because of AI? In-house or agency side? What are the pros and cons? Can you get as much done? What is the ultimate team size?

David and Luis discuss elevating the value of SEO by developing internal capabilities - agency vs in-house. Talking points include: Is in-house best? What should be done in-house vs agency-side? How do you identify what is best for you , benefits or downsides . What is more efficient? Importance of teams feeling familiar across organizations - is automation diluting learning opportunities for new SEOs?

Dave Cousin believes that SEOs like to think Paid Search is easy, they get all the data they need in black and white; so why then don't we SEOs use paid search's data to make things a bit easier for us? Discussion points include: Why should SEOs be working more closely with paid search? How can paid search make the SEO’s life easier? What can SEOs learn from paid? What can paid learn from SEOs? Why is this particularly relevant for 2024?

David and Sara discuss the importance of staying ahead in International SEO: embrace and keep track of market-relevant events. Talking points include: How do you ensure that you’re aware of every event? I can understand how an event can impact traffic and impressions, but how can an event impact rankings? Understanding user behaviour and intent - why is this particularly unique for international SEO? Spike in impressions but not followed by clicks - why was this and what can you do about...

David and Claire discuss why businesses should get clued up on how to manage and influence their Local Knowledge Panel. Talking points include: What is Google’s New Merchant Experience? Why has Google done this? What do you have to do to sign-up? What is the upside? Is there any downside? How do you influence your Local Knowledge Panel BEYOND the functionality provided in the NMX? Why is this important? How do you measure the impact of this?

David and Greg discuss the importance of optimising your use of Google Business Profile. Talking points include: What are the key changes in Google Business Profile over the past year? How has the verification process changed? Google will restrict content or access if there's a violation of their policies - what are these policies? There are Clearer standards on who can own and manage business profiles - why is this and what are the changes? What are the new guidelines on user...

David and Si discuss the importance of using generative AI to supercharge your productivity and business outcomes. Talking points include: Why? What software and systems are you referring to? How do you set them up? How do you integrate this with the rest of your business and your clients? Are there any downsides?

Chris Alderman shares that in 2024 you should focus on outcomes rather than outputs, and that best practices are great but they need to lead to your site being found easier. Discussion points include: What do you mean in practice by focusing on outcomes rather than outputs? What sort of outcomes do you like to focus on? How does this alter your SEO strategy? How does this alter your SEO activities on a day-to-day basis? You say that focusing on outcomes can make it easier to find a site -...

David and Aleyda discuss the importance of leveraging AI to support you and accelerate your SEO workflows beyond content generation. Aleyda says: “Start leveraging AI for the day-to-day SEO tasks within your workflow in a smart way – in a way where you take care of the quality, but you use it to accelerate the tasks that you need to do.” What SEO workflows can be enhanced with AI? “There are now tools that use AI, like the Horseman SEO crawler, which integrates with the OpenAI API to...

SEO and Data Consultant Lazarina Stoy offers up a new way of thinking about the way that you do your job, that is designed to give you more time and freedom to focus on what matters most now. Lazarina says: “Incorporate programmatic approaches. I’m specifically referring to rule-based automation for SEO best practices and AI-driven automation for process enhancements." "Mainly, this means taking some time to better understand different programmatic approaches and learning how to incorporate...

David and Katie discuss the importance of thinking better, and rushing less. Talking points include: - We can use AI to get stuff done faster - For everything? - What should we use AI for? - We shouldn't rush the thinking part - What thinking part? - AI can't do that; it doesn't know your audience, not truly. - AI can’t do thinking? - Understand your client's business first, plan your research, PRIORITISE and then figure out how to use AI to accelerate that plan and get results faster.

Carmen Dominguez shares with David Bain that in 2024 you should look after your CTR as the most precious KPI for your organic strategy. Talking points include: Why is your CTR so important? Why is click through rate a KPI? How do you keep track of your CTR - what software do you use? How do you identify the terms that you need to optimise for? How do you influence your CTR? What other KPIs do you track?

David and Adrijana discuss if you want to progress with your SEO career, you should stop overworking. Talking points include: How much work is overworking? What if overworking is your company culture? What if you’re your own boss? Is it not OK to overwork at the start of your career? If you’re an SEO manager, how do you ensure that you don’t overwork your team? How do you detect if you’re doing too much? When does overworking lead to burnout? How do you recover from burnout?

David and Irina discuss the importance of learning analytics To better understand user behaviour. Talking points include: What aspects of analytics do SEOs have to master? What do we need to know about GA4? — GA4 offers a lot of options on how we can analyse content consumption and user funnels. How do you analyse content consumptions and how do we measure where this fits into the bigger picture? What is a user funnel inside GA4 and how does this add value? Do you prefer using another tool...

David and Becky discuss the importance of tracking the metrics that matter, i.e. the actions most aligned to your customer’s needs. Talking points include: What are the metrics that matter? What are the metrics that don’t matter? Is focusing on ROI and focusing on the metrics that matter the same thing? How do you know what you should be measuring? How can we better understand the customer journey? How do we know what the customer’s desired action is at each stage of the funnel? How do we get...

David and Gemma discuss the importance of knowing the importance of proper analytics, after all the changes with GA4. Talking points include: What does GA4 mean for SEOs? What specifically are the needs of SEOs in terms of data? Is it too late to change now? How to use GA4 to lead your SEO strategy How to use GA4 to lead your hollistic strategy How to train internally about GA4

Araminta Robertson shares with David Bain the importance of targeting low volume, high ROI keywords in 2024. Key discussion points include: Why focus on keywords that have under 50 searches per month? What’s your perspective on targeting zero-volume keywords? How do you know if keywords are likely to be high ROI? How do you go about interviewing your salespeople or conducting customer research? What do you mean by targeting them with in-depth content? What tools do you use to assist you with...

David and Olesia discuss why you should build a database for your brand, company, product, service, offering & yourself. Talking points include: What is this database for? Is this for search engines? How does it help you understand your: - own marketing positioning, - Voice - customers better. Is this what users want instead of the SERP?

David and Pedro discuss the importance of learning to work with large volumes of data and assess scale. Talking points include: AI will gradually empower content creators to produce at scale, and SEOs to analyse large volumes of data - how? It's important to know what can be automated - what can, what can’t? It's time to move past algorithm-chasing and correlations - for every industry? Does every SEO have do learn to work with large volumes of data and assess scale?

David and Marco discuss how to use SEO Data to improve processes and prevent future damage. Marco says: “Use SEO data to improve processes and prevent future damage." What SEO data are we talking about here? “Mostly Search Console data, analytics, and crawl data from a crawler like Screaming Frog. If possible, you should be integrating non-SEO data as well. Non-SEO data is any data that is not purely SEO: customer data, sales data, etc. It could be content information, like the author of a...

David and Kaspar discuss why Google algorithms are all about signal input. Talking points include: What is signal input? How can SEOs control signal input? Google seems to issue more and more penalties all the time. Should SEOs be worried? Does Bing Search matter? Does any other search engine matter? Once the latest hype fades, what does really count in SEO? What is hype and what is something that matters - and how do you tell the difference? Performance or Backlinks - what's more important?

Lau Miguez shares with David Bain that in 2024 you should stop focusing on links and link numbers and instead, focus on strategy. Discussion points include: Why shouldn’t you focus on links and link numbers? What do you mean by focus on strategy? What does your strategy look like? How does the strategy that you recommend result in more, better quality links? What links are more effective nowadays? How do you measure the impact of your activities?

David and Krzysztof discuss the key elements of getting set up with your analytics. Talking points include: What are the key elements of getting set up with your analytics? What is your definition of a bounce rate? How do you merge analytics with Google Search Console data? How do you record user sessions with Microsoft Clarity? What metrics are you tracking on a regular basis? What are the pros and cons with GA4? What other options do Microsoft Clarity bring to the table?